Pandora Launches In Australia

Pandora has today launched officially in Australia and NZ after a soft launch a few months ago. It joins a slew of already established music streaming platforms like Spotify, Rdio, Deezer (France) and Telstra’s incoming MOG platform in what will undoubtedly be the new battleground for the white earbud generation in years to come.

Pandora, obviously, has something a lot of these other new-fangled apps don’t; pedigree. It’s got a massive penetration in the US and UK, is working on new innovations such as in-car integration with smartphones (in Australia, this deal is being struck with Holden) and is much more about discovery than simply getting your hands on all the Pitbull tunes you can at one time. 

The algorithm, developed by founder Tim Westergren and his expanding collegiate of tune boffins who are now spread across America, is so deep and complex that it’s safe to say there isn’t anything like it in the world. Westergren has dubbed it the Music Genome Project, which basically consists of really smart kids determining how to categorise a piece of music based on a whole lot of characteristics which then help them be cross-referenced easier every time you search. It’s these things that make Pandora’s flagship radio station (seriously, I used it a bit when I was overseas and it is unbelievable) kick the arse of its competitors. 

You literally type in one artists or song and somehow the machine comes up with hours of music, not just of the obvious artists, like A Taylor Swift for a Katy Perry, but of people who actually sound similar and that you’ve probably never heard of. There are hundreds and thousands of unsigned bands and singers who are categorised using the same formula, so the chances of finding someone new to you love is even higher. 

If you don’t feel like making your own million-song playlist, but don’t want to be flooded with the same old crap, one imagines Pandora will be your best friend. How legitimate it is now that Spotofy et al have had the jump on them here remains to be seen, but people who work dayjobs that entail them sitting in front of a computer all day have probably just found their new best friend. The local version will include all your favourites, which means 12 hours of bands that sound like Killing Heidi for yours truly, Seriously. How great were they?

Check it out for yourself and sign up.

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